Sponsored Brands

Sponsored Brands is an advertising solution built to help customers discover your brand within the Amazon store. Grab your audience’s attention with prominently placed, rich creatives that put your brand front and center.

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How do Sponsored Brands work?

Sponsored Brands promotes discovery and consideration of brands by using static and video brand creatives in the shopper journey, helping drive traffic to your Brand Store or product detail page. By using highly engaging and prominently placed ads on Amazon, Sponsored Brands helps you grow your brand and engage shoppers across the purchasing journey.

Why is Sponsored Brands important?

Sponsored Brands can offer shoppers a positive, holistic online shopping experience by working with complementary brand solutions like Brand Follow, Brand Stores, and Posts. When used together, they help brands educate, convert, and build long-term relationships with shoppers by showcasing products through engaging creatives and serving fresh content in a brand’s Store where they can opt-in to receive updates.

Woman exercising with a superimposed image of a sponsored brands ad for running shoes

Where do Sponsored Brands ads appear?

Your ads may be displayed on top of, alongside, or within shopping results. Ads may appear on both desktop and mobile.

4 sponsored brands examples

Ad examples shown: 1) Top and bottom of search (Custom image, Store spotlight), 2) Middle of search (Video), 3) Product detail page (Custom image, Video), 4) Homepage (Custom image)

How do I create a Sponsored Brands campaign?


Sign in to your account, click “Create campaign” and choose Sponsored Brands. Give your campaign a name, define your start and end dates, and input your budget.


Pick your goal and ad format.


For product collection and video ad formats, you will define your keyword targeting.


Add your brand logo, custom headline, image or video, and the products that you want to advertise.


Submit your ad. It will be reviewed within 72 hours.

Benefits of Sponsored Brands

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Premium placement

Show up at the top of the search results and on product pages, helping your brand capture the attention of shoppers

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Find your customers

Reach shoppers who matter most to your business through precise keyword and product targeting

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Build your brand

Establish and strengthen your brand presence on the Amazon store to help build recognition and trust among shoppers

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Create customized brand images with AI-powered image generation at no cost

Sponsored Brands ads with branded creative can achieve click-through rates and branded searches of +50% over ads with only product images

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Measure your brand-building efforts

See how and which shoppers are engaging with your ads

Tips to optimize Sponsored Brands campaigns

Promote your brand by providing a seamless branded shopping experience for your customers. Understand your brand’s share of voice so that you can work on improving shopper engagement.

Sponsored Brands video example

Use Sponsored Brands video’s rich auto-play video content to help promote brand recognition for new brands and enhance reach for existing brands.

Sponsored Brands link to Store example

Refresh your Amazon Store to stay relevant and grow loyal customers.

Sponsored Brands video example

Link your Sponsored Brands video to your Amazon Store to help shoppers discover your Store and enjoy exclusive access to high-visibility placements.

Get support from a partner that specializes in Sponsored Brands campaigns

Amazon Ads partners are a global community of technology partners and agencies that offer a variety of services at different price points. Partners can help you launch, manage and optimize your ad campaigns, which can save you time and help you get the most from your advertising.

Sellers observed a 18% increase in gross merchandise sales 6 months after working with an Amazon Ads Partner


How much does Sponsored Brands cost?

Sponsored Brands supports cost-per-click (CPC) and cost per 1,000 viewable impressions (vCPM) with no minimum campaign spend requirements. You can specify your daily bid and budget, and change your bid or pause your campaign whenever you want. The more competitive your bid, the more likely your ad is to be display when it matches a shopping query.

How can I measure results from my Sponsored Brands campaign?

We provide a range of tools and reports that help you analyze campaign performance and measure success. You can find, download, and analyze a suite of metrics that help you measure your efforts, such as:

  • How shoppers are engaging with your ads across dimensions that matter to your goals, like impressions, click-through rates, sales, and more
  • How different traffic sources, like your Sponsored Brands campaigns, are driving visitors to your Amazon Store
  • How much you’re reaching customers who are new to your brand
  • And how your marketing strategies are performing across all stages of the funnel – awareness, consideration, purchase, and loyalty – plus how you’re doing relative to other brands like yours
Who can use Sponsored Brands?

Sponsored Brands are available for vendors, book vendors, agencies, and professional sellers enrolled in Amazon Brand Registry. Products and features may not be available in all marketplaces.

What categories are not eligible for Sponsored Brands?

At this time, adult products, used products, refurbished products, and products in closed categories are not eligible for advertising. Review the creative acceptance policies for Sponsored Brands and Sponsored Products for a full list of permitted and prohibited categories.

What are new-to-brand metrics, and why should I use them?

With new-to-brand metrics, you can measure orders and sales of your products generated from first-time customers of your brand on the Amazon store. These metrics allow you to track the number of first-time orders for products within your brand, the percentage of total orders that are new-to-brand orders, the total sales of new-to-brand orders, and the percentage of total sales that are new-to-brand sales, all within a 12-month look-back window.

We recommend using new-to-brand metrics to supplement metrics like advertising cost of sales (ACOS) or return on ad spend (ROAS). For example, Sponsored Brands ads help drive brand discovery with shoppers in the discovery stage and help brands reach new customers. Driving first-time purchases can often cost more than driving repeat purchases, so ACOS or ROAS alone would not measure the impact of Sponsored Brands in growing your brand audience.

What are the different goals I can achieve with Sponsored Brands?

When setting up your Sponsored Brands campaign, you can select your goal to drive page visits or to grow brand impression share. This allows Amazon Ads to provide you with the optimal targeting, bidding, and ad format configuration to help you deliver on your goal.